We’ve said since we started this series that it’s not a funnel anymore – it’s a Marketing Martini Glass. And you need to be one of the products at the bottom.
There’s some stuff you have to buy as a consumer. Food. Shelter. Clothing.
In fact, if you remove those basic three, you can STILL develop the Marketing Martini Glass that makes sense, as you’ll see in this diagram:
Now, you may suggest that this is a cop out. Of course the iPhone will be at at or near the bottom of the Martini Glass – it’s something the consumer cannot live without.
But why is it below things like the utility bills? The phone bill?
This brings us back to Empathy Marketing. In this example, you could argue that the iPhone and its ilk moved to the bottom of the martini glass because they focused on a product that was so useful it marketed itself. Unlike the necessities, which are “low involvement” products, the iPhone is, by nature, a high involvement product. It’s a phone, it’s a communications device, it’s an organizer, it’s a social tool. It’s a toy.
It’s at the bottom of the Marketing Martini Glass because, well, you don’t think you can live without it. Even if you can.
[We’ll bring this full circle in tomorrow’s post…where we talk about becoming the olive.]
